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Creating a Content-Driven Environment in Your AMC

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Creating, managing and marketing content drives many associations, adding value for members and engaging potential members. But in today’s world where the average attention span has dropped to just 9 seconds, the content your associations create must cut through the clutter and noise. Which presents unique challenges for Association Management Companies (AMCs) as they must do more to develop, manage and measure content strategies for association clients. Presented at the 2012 AMC Institute Annual Meeting in Rancho Mirage, CA.
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Is Your AMC Content-Driven? Becky Rasmussen AMR Management Services Feb. 9, 2012
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Page 1: Creating a Content-Driven Environment in Your AMC

Is Your AMC Content-Driven?

Becky RasmussenAMR Management Services

Feb. 9, 2012

Page 2: Creating a Content-Driven Environment in Your AMC

Let’s engage our reticular activating

systems.

Page 3: Creating a Content-Driven Environment in Your AMC

“2012 will be the year of content.”

Page 4: Creating a Content-Driven Environment in Your AMC
Page 5: Creating a Content-Driven Environment in Your AMC

So, what have we been doing all these years?

Page 6: Creating a Content-Driven Environment in Your AMC

What’s Changed?• Cost of Entry• Content Platforms• Availability• Speed• Globalization• Expectations• Amount of Content Available• Attention Span

Page 7: Creating a Content-Driven Environment in Your AMC

Meet your new audience…

Page 8: Creating a Content-Driven Environment in Your AMC

Content-driven Concept #1

It has to start at the top.

Page 9: Creating a Content-Driven Environment in Your AMC

Is Content Being Addressed …• During client acquisition?• In budgets/workplans?• In hiring/training?• In staffing?• In board/leader training?• In policies and processes?

Page 10: Creating a Content-Driven Environment in Your AMC

What if?A client

association wants to expand its social media

presence

Page 11: Creating a Content-Driven Environment in Your AMC

Asking the Right Questions

Page 12: Creating a Content-Driven Environment in Your AMC

Content-driven Concept #2

It’s not just for your clients.

Page 13: Creating a Content-Driven Environment in Your AMC

Content marketing was an AMC strategy,

not just a client strategy?

What if?

Page 14: Creating a Content-Driven Environment in Your AMC

Every employee helped market your

AMC?

What if?

Page 15: Creating a Content-Driven Environment in Your AMC

Content-driven Concept #3

It’s not an all-or-nothing

proposition.

Page 16: Creating a Content-Driven Environment in Your AMC

Be honest about your clients needs & objectives.

• Interest level• Time• Resources• Technology• Goals• Risk aversion• Client/AMC relationship

Page 17: Creating a Content-Driven Environment in Your AMC

Content marketing starts with telling stories

How can you incorporate this storytelling angle into things that you are already doing?

Page 18: Creating a Content-Driven Environment in Your AMC
Page 19: Creating a Content-Driven Environment in Your AMC

Stories don’t have to be complex to be effective.

Page 20: Creating a Content-Driven Environment in Your AMC
Page 21: Creating a Content-Driven Environment in Your AMC

Content marketing is about focusing on your audience/user.

How can you make your current content more user-focused?

Page 22: Creating a Content-Driven Environment in Your AMC

Sponsor/Exhibitor Grudge Match

Page 23: Creating a Content-Driven Environment in Your AMC

You took a company-wide content inventory?

You took a company-wide inventory of resources/technology?

What if?

Page 24: Creating a Content-Driven Environment in Your AMC

You started with the materials you’re already putting out?

You started creating experiences rather than events?

What if?

Page 25: Creating a Content-Driven Environment in Your AMC

You were a content marketing resource to your clients’ association

members?

What if?

Page 26: Creating a Content-Driven Environment in Your AMC

Content-driven Concept #4

It has to be someone’s job.

Page 27: Creating a Content-Driven Environment in Your AMC

Structures

• Chief content officer• Content department/team• Content council• Client role

YMMV…

Page 28: Creating a Content-Driven Environment in Your AMC
Page 29: Creating a Content-Driven Environment in Your AMC

It’s not about title ...• Accountability• Workflow• Best practices• Training• Sellback• Measurement

Page 30: Creating a Content-Driven Environment in Your AMC

Content-driven Concept #5

It has to be everyone’s job.

Page 31: Creating a Content-Driven Environment in Your AMC
Page 32: Creating a Content-Driven Environment in Your AMC
Page 33: Creating a Content-Driven Environment in Your AMC

You treated your employees like freelancers?

You thought outside your staff?

What if?

Page 34: Creating a Content-Driven Environment in Your AMC

Content-driven Concept #5

It has to be nurtured.

Page 35: Creating a Content-Driven Environment in Your AMC

“Content is the

blue-collar branch of

marketing.”- Eloqua

Page 36: Creating a Content-Driven Environment in Your AMC

ROI Isn’t Everything

Page 37: Creating a Content-Driven Environment in Your AMC

You focused on a culture of creativity?

You worked across clients to help stoke the fires?

What if?

Page 38: Creating a Content-Driven Environment in Your AMC

You looked outside the association industry?

You focused on content as a tool rather than the end goal?

What if?

Page 39: Creating a Content-Driven Environment in Your AMC

Be human.Tell stories.Share ideas.Take risks.

Listen.

If nothing else …

Page 40: Creating a Content-Driven Environment in Your AMC

Your what-ifs?

Page 41: Creating a Content-Driven Environment in Your AMC

Thank You!Becky Rasmussen

AMR Management Services636/449-5040

[email protected]


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